Proyecto Noesis international blog on qualitative research, semiotics, cultural analysis and social issues

Benedict Cumberbach and the metal process of construction of his character in Sherlock (image taken from internet http://favim.com/image/2568230/)

The insight is one of the most novelty elements in market research in the past years. Many agencies and companies use it as a bottomline in the decision making process regarding product strategy, new brand construction and media campaigns, among other. An insight provides a profound comprehension of market, consumers and brand phenomena but unfortunately many times its core value is not correctly understood and thus, used in a misleading way. In this revision of the insight I will try to demonstrate its true foundation, scope and methodological implications within todays market research environment strongly defined by the need of tangible solutions, data immediacy and strategic functionality.

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